Recipe for a Rebrand | with Heloise Bonnard of Amex GBT

What does it take to reposition an established B2B product? In this episode of tmp Media Shorts, Sam Halpin (Creative Director, tmp) sits down with Heloise Bonnard (Senior Director Global Marketing Communications & Commercial Enablement at Amex GBT), to discuss the evolution of Egencia - from understanding your customers to simplifying the brand message, aligning internal teams and earning the trust from your leadership team. Discover why customer-first thinking, bold creative decisions and trusted partnerships are key to successful brand transformation. Topics covered: Brand repositioning Customer-centric marketing Internal alignment AI in marketing Creative leadership #Marketing #B2B #BrandStrategy #B2BMarketing #AI #ProductMarketing #creativeleadership This short was brought to you by tmp, the leading brand & demand, media agency, for global tech clients.